The typical consumer has evolved, in many different facets, now being more tech savvy, much more drawn to their phones than their TVs, not wanting to be bothered on the street with a polite ‘hi’ and even more lessening their interactions as much as possible. We are living in a time that more than ever, in sales, it is the strong recommendations that work, and strangers may just want to remain strangers.
People feel more connected to their idols online than they are to the person standing next to them. Can we change the world from what it has become? Shall we overhaul an entire generation and all the supersonic civilization it has achieved in the last 4-5 decades?
The one workable option for sales professionals seeking transformational results and succeed at connecting with today’s consumer is to go along, embrace technology, adapt it to your sales strategy and ensure that you are in the face of your consumers a few times in their work or play day. This is the evolution I am talking about. Nothing wrong with cold calling, knocking on doors etc. It is more important to ensure you are very well known as an expert in your field that people will not struggle to find you or your information online. You are not just a ‘salesperson’, you are an expert, a consultant, and a friend to your prospective clients. Beyond that, what does your client find when they google your name? Do they find your thoughts on industry and trends, your very important inputs on industry challenges, or do they find memes and your pictures out on road trips and parties? They ought to meet with the image of a professional, anywhere they find you, online and offline. Would that not build some level of trust and credibility, even if the client did not know you earlier?
Remember, while at it, you are looking to differentiate yourself from all others that are in your industry. You are also trying to build authority and become the go-to person in your industry.
So where do I start, you may ask:
Start by being a good human being. I say this because most of the world suspects salespersons of pulling their own end and only interested in making the sale and moving on. Clients catch this energy really quickly and easily note that you are not here to really solve their problems but yours, to meet your sales quota for the month.
Choose, to be authentic and trustworthy, and I mean to say that because it is actually a choice, to be a man or a woman of your word. Let it be known to your clients that you are out here to do the right thing and say what you mean and mean what you say. Remain truthful and honest. This is one of the biggest challenges as far as establishing a strong personal brand is concerned.
Personal branding is closely linked to the continuous process of personal development. You continually learn about yourself and keep improving the different aspects of self as you solidify the foundation of your person, and your brand. It is of utmost importance to keep yourself abreast with all industry improvements, trends, strategies, and techniques. This can be done by updating oneself via industry publications, conferences and expos, and any other highly relevant events, both virtual and in-person. In-person events can be a great opportunity to network and connect with fellow industry titans that can be an asset to you in future transactions and career growth. Important: Networking is not only for you, but also for your clients, they just may need something that could be within or without industry, and you want to be the one that led them there, it makes you more valuable and strengthens your relationship with clients.
As you continue to carve out your place in your industry, your unique value proposition will also help to differentiate you from all others that may be offering the same product or service within your industry. One must identify the one thing that differentiates them from competition and capitalize on it. Sometimes I sum it in three phrases, who you are, what you do and who you do it for. An example is “I am a personal branding consultant for market leaders”. This cannot be done until you have passed the process of identifying precisely what you offer and your target audience. You will need to go further to understand their needs, what makes them tick, and what they look for, then you now have the opportunity of claiming the position of the provider of their solutions.
Establishing yourself as a thought leader is a process, it takes time, energy and in some cases, money. However, you do not expect to build a strong brand without positioning yourself as a thought leader, someone whose opinion, your industry values. You want the industry seeking solutions from you, your peers wanting to know your take on issues and challenges your industry is facing. You also want to create opportunities to speak, weigh in on issues and add value to conversations that are important in your line of work. Start putting out content on various platforms that are relevant to your work.
Video content is great but if you are not yet comfortable, start with written content. You can guest write for other blogs and platforms or write for yourself, you can also appear on podcasts, TV, radio and any other relevant public opportunities where you can add value. Seek networking opportunities that will enhance your profile as an expert in your area of business and add value there. Conferences, meetups, and any other events with industry influencers and leveraging Social Media platforms which can go a long way in promoting your brand and being in the face of your customers regularly.
Is this all you can do to build your brand as a salesperson? Of course not, but this is where the reinvention of a salesperson into the modern version that works with the times and brings results begins. You make record milestones as times change and as you keep polishing your personal branding strategy and as you track your progress and results. Good luck!
